Seemingly from out of nowhere, Publicis came through with a long-copy ad that may well pick up quite a few awards next year. Promoting the comeback of the Wispa chocolate bar, this is a warm-hearted and playful look back at the 80s.
Writer: Alex Ball
Art director: Andy Johns
2. ADIDAS, 'PRAYER'
There are three rugby-based ads in this list, but that's testament to the amount of quality work that flowed during the Rugby World Cup. As Jonny Wilkinson kicked England into the final, the tabloids looked at him with almost Messianic reverence, which this ad picked up on.
Writers: Danny Brooke-Taylor, Michael Burke
Art directors: Danny Brooke-Taylor, Michael Burke
3. NIKE, 'CLIFF'
England's unexpected run to the Rugby World Cup final only added to the amount of creative juice flowing from an excited adland. This ad, out before the tournament, caught the defiant attitude of the team.
Agency: Wieden & Kennedy
Writers: Shay Reading, Stuart Harkness
Art directors: Guy Featherstone, Chris Groom
4. THE ECONOMIST, 'REAPPRAISAL'
The first departure proper from the classic white on red generated a mixed response, but the breadth and insight of the campaign started winning over the public and industry alike. The work refreshed a timeless piece of thinking without undermining the original.
Agency: Abbott Mead Vickers BBDO
Writer: Mark Fairbanks
Art director: Paul Cohen
5. WAITROSE, 'MOURINHO'
Jumping on a comment made by the former Chelsea manager Jose Mourhino about the freshness of Waitrose eggs, the agency got this out a day later, showing the rapid reactive nature of press advertising.
Agency: Kitcatt Nohr Alexander Shaw
Writer: Simon Robinson
Art director: Phil Keevill
6. 02, 'ENGLAND FROG'
VCCP was ultra-quick getting this out a day after England trounced the French on their turf.
Writer: Scott Maddox
Art director: Scott Maddox
7. BARNARDO'S, 'THE F**K OFF STORY'
These ads used bold long copy, backed by haunting images of troubled children, to make the point that Barnardo's will carry on helping children when no-one else will.
Agency: Bartle Bogle Hegarty
Writers: Nick Gill, Mark Reddy
Art directors: Nick Gill, Mark Reddy
8. SPECIAL OLYMPICS, 'MARK'
Using a classic poster technique of a strong image with minimal copy, this work shows a disabled person who will be taking part in the Special Olympics with the line: "Mark was born with a serious ability."
Writer: Ryan Lawson
Art director: Andy Smith
9. JOHN LEWIS, 'OXFORD STREET'
This was an intelligent, and mouthwatering, way to highlight not only where John Lewis' food court is located, but also the types of food that are available to purchase there. Thanks to the sumptuous photography, there was little need for copy.
Agency: Lowe London
Writer: Patrick McClelland
Art director: Simon Morris
10. ITV, 'QUEEN'
ITV used M&C Saatchi to produce a stack of press ads as the perfect way to promote a selection of its new programmes. This execution, supporting Helen Mirren's Oscar win for her part in the ITV-produced drama The Queen, was by far the best of a strong bunch. Its audacious use of white space still manages to be interesting despite being, well, white space.
Agency: M&C Saatchi
Writers: David Anderson, Ian Brassett
Art directors: David Anderson, Ian Brassett.